Menswear brand Racing Green is to launch its first wholesale range for spring 11.
Owner Baird Group said it would position Racing Green as a lifestyle brand alongside the likes of Crew Clothing, Henri-Lloyd and Boden. The brand will make its first trade show outing at Moda Menswear at Birmingham NEC on August 9-11. It will initially launch with limited distribution, targeting quality
independents and department stores such as Browns of York and Fenwick.
Racing Green started life as a direct-mail company in 1991 before being snapped up by The Burton Group in 1996 and then subsequently bought by Speciality Retail Group (SRG), which was acquired by menswear supplier Baird Group last year.
Casual jackets and blazers will be offered alongside polo and rugby shirts, T-shirts and V-neck merino knitwear. Formal suits and shirts will remain a large part of the offer. Wholesale prices have not yet been confirmed, but retail prices are likely to be about £55 for rugby shirts and £90 for Harrington jackets. Mark-up will be between 2.5 and 2.8.
Baird Group has also developed a shop-in-shop concept to support the Racing Green wholesale push. The shopfit for the concept draws on the brand’s British and motor racing heritage, and features worn kitchen-style tables and rugs as well as pictures and props referencing car racing. Large independents and multiple retailers such as John Lewis and House of Fraser will be targeted with the concept.
Baird Group sales and marketing director Kevin Stone said: “We will initially target larger independents with the shop-in-shop concept to establish the brand.”
Stone said he was also in negotiations with potential partners with a view to licensing Racing Green womenswear, underwear and cosmetics for the autumn 11 season.
For more information on Racing Green, call 0777 377 5092.